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TV Analytics

Second screening and TV advertising analytics

Written by Brett Stephenson
Nov 15

Long gone are the days of an audience sitting in front of a television, face slack and eyes glued firmly to the action on-screen. A recent study conducted by the Interactive Advertising Bureau (IAB) found that a massive 71% of Australians switch between two screens concurrently.

Beloved by marketers (for good reason), and defined by Techopedia as the practice whereby “a second electronic device [is] used by television viewers to connect to a program they're watching”, second screening is fast becoming second-nature to a new generation of consumers. Viewing behaviour aside, this practice has far-reaching implications for brands whose marketing mix includes television. As such, the knock-on effects influence TV advertising analytics.

The use of a companion device – most often a smartphone or tablet – enables viewers to interact with the program they’re watching.

Blame it on our ever-increasing need to be connected 24/7/365, our dwindling attention spans, or the fact that this trend “represents an attempt to make TV more interactive for viewers, and help promote social buzz around specific programs” as argued by Techopedia, second screening is set to become even more prolific. While there’s no clear answer to this ‘chicken and egg’ conundrum, what matters is this: second screening is now so commonplace that the practice is “on the verge of becoming a majority behavior worldwide, and in the U.S., it already is”, according to this article from Forbes.

The ramifications of second screening and content on demand services for TV advertising and TV advertising analytics are vast.

The rise of Netflix-esque streaming services has brought about another notable shift in viewing behaviour. The same IAB study mentioned above also found that “70% of those who have purchased a smart TV in the past three months are streaming content weekly or more often.” While the US market continues to set the precedent for streaming services and their effect on viewing behaviour, Australians are not far behind. Not only do advertisers now have to ensure that they’re truly engaging viewers on two devices concurrently, they have to be able to measure these interactions in relation to each other if they want to avoid their audience channel-hopping to content that is capable of holding their attention.

Competing for the ever-shortening attention span of your target market relies on accurate insight into the way they’re interacting with your brand – across multiple channels.

If you want your TV advertising to be effective in the age of second screening and content on demand, your strategy has to be based on real-time data about your audience’s interaction with both your TV advertising and your website.

Enter Blix TV. Specifically designed to take this behaviour into account, Blix TV is an advertising analytics tool that analyses and tracks TV advertising in conjunction with website analytics in order to determine the impact of your TV advertising. Modern marketing strategies rely on the use of multiple channels, but if you’re not measuring your various platforms in relation to each other, you’ll have a hard time gaining a holistic view of your overall advertising performance. This sophisticated TV advertising analytics platform equips you with accurate data that’s collected and analysed in real time. As a result, you’re able to make data-driven decisions about your TV advertising spend, reduce your cost per lead and ensure your TV ad spend is resulting in actual ROI.

Make sure your TV advertising analytics are taking today’s consumer behaviour into account. Find out about how Blix TV can give you the insight you need.

Learn more about Blix TV

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